Pickup today with merchant hosted local storefront (full)

The pickup today feature lets you direct customers to your website when they click on an ad that shows your local product. By directing customers to your website instead of your Google-hosted local storefront, you can manage and track your customers' entire experience.

This article helps you understand how the feature works and what’s required for your primary feed and website.

How it works

Here’s how the process works:

  1. A customer clicks a local inventory ad with distance annotation plus pickup availability text.
  2. Google passes a Google My Business store code where the item is available to the retailer.
  3. The retailer generates the store customized landing page for the clicked product.
  4. On the retailer’s website, the customer then has the option to buy or reserve the product online and pick it up at the store nearby.

You must direct users to the store Google passes in the URL generated by the user’s click, even if you can self-detect users’ locations.

Step 1: Review website requirements

The following information only lists the pickup today website requirements. If you aren’t already eligible for the merchant hosted local storefront (full) feature, make sure you meet the merchant hosted local storefront (full) landing page and feed requirements first. If instead, your website meets the merchant hosted local storefront (basic) requirements, please follow the pickup today with merchant hosted local storefront (basic) guidelines.

To be eligible for pickup today with a merchant hosted local storefront (full), your website must meet those requirements as well.

  • Be able to display a local storefront based on the store codes passed from your Google My Business account in order to populate store-specific pricing and availability on the product page.
  • Display the option to pick up a product on your landing page or in your checkout flow.
  • Display an item’s store pickup availability (1. Pickup method: “reserve online” or “buy online” 2. Pickup SLA: “same day” or “next day pickup”) and the location of the local store, either directly on the landing page, or by showing a store selector with the option to display store pickup availability.
    • Pickup availability can be displayed after clicking on a link (for example: “check local availability”) or after submitting a postal code or address.
    • Store selection for pickup can occur in your checkout flow after a customer has added an item to their cart.
  • On your landing page, either display your store’s local product price, or ensure that local prices match online prices (if only online prices are displayed).
  • Indicate pickup cutoff time and pickup fee (if a pickup fee will be charged).
    • This may be displayed in your checkout flow alongside store selection.
  • Provide an option to select other store locations for pickup.
    • This may be displayed in your checkout flow alongside store selection.
  • Allow users to complete their order (for example: complete the purchase or reserve the item) on your website.
  • Provide a pickup confirmation message when the order is ready (for example: by sending an email and SMS).
  • Display store name and store location information on your landing page.
    • Make sure the local information (such as store name, store location, local product price, and availability) is clearly visible when the page opens, without user interaction. (This information should be visible upon loading of the page, without requiring the page visitor to scroll.)
      • The store name and city may represent the store location when the page first opens if the full store address is displayed when the user clicks to view store location details, or change to other store locations.
Note: You can use either your online price or your local price when a user checks out with store pickup. However, with pickup today with merchant-hosted local storefront (full), Google shows the local price on local inventory ads.

Website recommendations

In addition to the website requirements above, we recommend the following:

  • Allow customers to see your fulfillment options before creating an account (for example: provide a “checkout as guest” option).
  • Allow customers to see your fulfillment options before entering their address information.

Step 2. Update feed attributes

In addition to feed requirements for the merchant hosted local storefront (full) feature (see full list), the following pickup today attributes must be added to the relevant feed. For full details, see the local product data specification.
Attribute Optional or required? Feed Possible values
Pickup method [pickup_method] Required Primary feed or local product inventory feed buy, reserve, not supported
Pickup SLA [pickup_SLA] Required Primary feed or local product inventory feed same day, next day
Link template [link_template] Required Primary feed URL parameter or URL path
{store_code} ValueTrack parameter in link template [link_template] Required Primary feed URL parameter or URL path with ValueTrack parameter {store_code}
Mobile link template [mobile_link_template] Optional Primary feed URL parameter or URL path
Ads redirect [ads_redirect] Optional Primary feed URL parameter or URL path

Implement the pickup method [pickup_method] and pickup SLA [pickup_SLA] attributes

If pickup today is available for all stores with the same SLA

When the same pickup today offering is available in all of your stores, add the required attributes to the appropriate items in your primary feed (for example: a customer can buy and pick up the XYZ television on the same day in any of your stores nationally).

Submitting pickup SLA [pickup_SLA] in your primary feed requires you to set the maximum SLA for all your stores. This means that if a product has the SLA as “same day” for most of your stores but “next day” for a few stores, you need to submit the SLA for this product as “next day”. To set store specific pickup SLA [pickup_SLA] or pickup method [pickup_method] attribute values, you'll need to submit them in your local product inventory feed.

If pickup today is available for specific stores only

Add the required pickup method [pickup_method] and pickup SLA [pickup_SLA] attributes to your local product inventory feed when pickup today offering is only available at specific stores, or if specific stores offer a different pickup method or pickup SLA.

If pickup today isn’t available for a specific store or a specific product

If a product in your primary feed isn’t eligible for pickup today, set pickup method [pickup_method] to “not supported”. If, on the other hand, the product isn’t eligible for pickup today in specific stores, set the pickup method [pickup_method] attribute to “not supported” in the local product inventory feed.

Note: If pickup method [pickup_method] is set to “not supported”, you can leave pickup SLA [pickup_SLA] blank.
The pickup method [pickup_method] and pickup SLA [pickup_SLA] values provided in your local inventory feed will overwrite any pickup method of pickup SLA values in your primary feed.

Implement the link template [link_template], mobile link template [mobile_link_template], and ads redirect [ads_redirect] attributes

  • Add the link template [link_template] attribute to your primary feed and make sure you include the {store_code} ValueTrack parameter.
  • The link template [link_template] attribute should simply provide a link to a product’s store-specific landing page.

URL structures vary across websites. Store codes can be URL parameters, or part of the URL path. See examples below:

Example: {store_code} as URL parameter

itemid title price link_template ads_redirect
123 2-Person Camping Tent - Adventure Series 249.99 USD http://mikemart.com/123?store={store_code} http://mikemart.com/123?store=

Example: {store_code} as part of URL path

itemid title price link_template ads_redirect
abc LED flashlight and carrying case 19.99 USD



  • You can also add the optional mobile link template attribute [mobile_link_template] attribute if you have separate mobile landing pages optimized for mobile devices and mobile tracking.

Note: If you're already submitting the ads redirect [ads_redirect] and/or mobile link template [mobile_link_template] attribute in your primary feed, you must include the {store_code} ValueTrack parameter for both.
Ensure the ads_redirect [ads_redirect] URL matches with the link template [link_template] URL. If the URLs don't match, the ads redirect [ads_redirect] attribute will be rejected.


Verify and claim your website URL, and make sure the website URL registered in Merchant Center matches the domain in the link template [link_template] attribute. If the website URL doesn’t match the registered domain, learn how to resolve this issue.

Step 3: Submit your account for review

Once you have updated your feed attributes and reviewed the landing page requirements, request a review of your account using the contact us form.

When filling out the form, make the following selections to request a review of your account.

  • Please select your issue:
    • “I have questions about the onboarding process to show local products on Google (local inventory ads or free local listings) or implementing additional features”
  • Type of issue:
    • “I want to implement additional features (Merchant-hosted local storefront, Store pickup, On Display to order)”
  • Please select the feature you're interested in implementing:
    • “Store Pickup”

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